He, Hongwei; Zhu, Weichun; Gouran, Dennis; Kolo, Olivia - In: European Journal of Marketing 50 (2016) 1/2, pp. 236-259
Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing … strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral … identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM …